Authenticity is key

Consumers today value authenticity more than ever. If a brand adopts a trend that doesn’t align with its personality, it can come across as disingenuous or even desperate. For instance, a luxury fashion brand trying to engage in a playful, low-budget meme trend may send mixed messages about its exclusivity and prestige. Similarly, a professional services firm attempting to participate in a dance challenge might appear inauthentic and unprofessional. Participation in a trend should be a natural extension of a brand’s existing tone and values, not a forced attempt to appear relevant.

The risks of missing the mark

Jumping on a trend without careful consideration can backfire. If a brand's attempt at a trend feels unnatural, it can invite criticism, ridicule, or even backlash. For example, brands that have misused internet slang or participated in social movements without genuine commitment have faced significant reputational damage. Audiences are quick to call out insincere or poorly executed attempts at trend participation, and once negative sentiment starts spreading, it can be difficult to recover.

Timing is everything

For brands that do want to engage with fast-moving trends, timing is crucial. Trends have a short lifespan, and joining in too late can make a brand seem out of touch rather than relevant. The key is to act swiftly—identifying trends at their peak and producing content quickly to maximise visibility and engagement. Social media teams need to be agile, well-informed, and have the creative flexibility to produce on-brand, trend-driven content before the moment passes.

How to determine if a trend is right for your brand

Before participating in a social media trend, brands should ask themselves:

• Does this trend align with our personality and values?
• Will our audience find this engaging and relevant?
• Do we have the resources to create high-quality, on-brand content quickly?
• Could participating in this trend have any unintended negative consequences?

If the answer to any of the first three questions is ‘no,’ or the answer to the final question is ‘yes’, it’s best to sit that trend out rather than risk diluting the brand’s image or alienating its audience.

Final thoughts

Not all social media trends are a good fit for every brand, and forcing participation can do more harm than good. By staying true to their brand identity, carefully selecting trends that align with their values, and acting swiftly when the right opportunity arises, brands can successfully navigate the fast-paced world of social media without compromising their reputation.

In an age where consumers value authenticity, it’s better to be selective and strategic rather than simply follow the crowd.